The application of sports event symbols to products and packaging, or as a component of an advertising campaign, offers great marketing opportunities and this is now widely recognised, with the result that the licensing of sports event symbols has become an integral aspect of today’s sports and marketing business. Starting from a relatively narrow and fragmented side line, the licensing and merchandise of sports properties has been transformed into a highly sophisticated global industry.

The broad range of FIFA’s Licensing Programme goes beyond traditional novelty merchandising. As world football’s governing body, FIFA aims to have official licensed products that promote the tournament and contribute to the fan experience, but also guarantee optimal quality and reliability for the end consumer.

The programme comprises a broad range of licensing activities divided into the following core areas: